PENGARUH HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK

https://doi.org/10.36441/mae.v4i2.372

Authors

Keywords:

Keputusan Pembelian, Kualitas Pelayanan, Kualitas Produk, Four Bro

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas produk, kualitas pelayanan, dan promosi terhadap keputusan pembelian. Obyek penelitian adalah produk Four Bro yang tersebar di kota Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Populasi pada penelitian ini merupakan konsumen Four Bro pada beberapa outlet di kota Jakarta, Bogor, Depok, Tangerang, dan Bekasi tersebut. Teknik pengambilan sampel yang dilakukan adalah accidental sampling. Teknik analisis data menggunakan regresi liner berganda. Hasil penelitian menunjukkan bahwa variabel harga tidak berpengaruh terhadap keputusan pembelian, sedangkan yang memiliki pengaruh terhadap keputusan pembelian adalah variabel kualitas produk, kualitas pelayanan, dan promosi.  

Published

2021-12-31

Issue

Vol. 4 No. 2 (2021): Management and Accounting Expose 2021

Section

Artikel
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